SONOMA, Calif. (March 20, 2024) — Wine and spirits négociant, 3 Badge Beverage Corporation, today announced the consolidation of its wine and spirits sales teams in a move to increase efficiency amid growing demand. This move unites the wine and spirits sales teams, which previously operated independently with different distributor networks. The team will now sell both wine and spirits under the direct leadership of Harvard Gates, Executive Vice President, National Sales Manager.
The company also announced new additions and promotions with Lee Abraham joining as the Southwest Regional Sales Manager and Tommy Monteiro as the Northeast Regional Sales Manager, as well as the promotions of Andrei Kissin to National Spirits Specialist and Melena Elliott to Southeast Regional Manager.
“This consolidation has strengthened our sales force, as it allows for full coverage with fewer gaps in market management,” said 3 Badge Beverage Corporation president, August Sebastiani. “With the new appointments and promotions of our accomplished personnel, we are better suited than ever to navigate the next chapter of the company’s growth.”
Newly appointed Southwest Regional Sales Manager Lee Abraham brings over 17 years of sales experience in the wine and spirits industry to her position. Most recently, Abraham was National Sales Director at Wines of 2100 Hoffman Lane in Dallas. Prior to that, she was the National Sales Director at Crazy Beautiful Wines in Dallas. Based in Dallas, Abraham will oversee Arizona, New Mexico, Colorado, Kansas, Oklahoma, Texas, Missouri, Arkansas and Louisiana.
Northeast Regional Sales Manager Tommy Monteiro brings impressive management experience to his new role. Most recently, Monteiro was the New England Regional Sales Director at Winesellers Ltd and has held management positions at Winebow and Gérard Bertrand Wines. Based in Providence, Monteiro will oversee Maine, Massachusetts, Vermont, New Hampshire, Connecticut, Rhode Island, New York, Pennsylvania, New Jersey, Delaware and Maryland/DC.
Promoted from his role as West Regional Manager, Andrei Kissin brings seasoned distributor experience to his new role as National Spirits Specialist. Previously, Kissin was a spirits specialist for Wine Warehouse, where he gained experience promoting 3 Badge brands. He has also held the role of bar program director at Rivera and head bartender at Lukshon, where he developed deep knowledge and skill in the execution of original and classic craft cocktails.
Elevated from Florida/Georgia Market Manager to the role of Southeast Regional Manager, Melena Elliott is a 20-year veteran of the hospitality and distribution industries. Before joining 3 Badge, she was the sales manager at Citadel Beverages overseeing the Florida market. In her new position, Elliott will oversee Florida, Georgia, Alabama, Mississippi, Tennessee, West Virginia, Virginia, North Carolina and South Carolina.
About 3 Badge Beverage Corporation
Established in 2015, 3 Badge Beverage Corporation is a négociant representing an innovative portfolio of terroir-driven wines and craft spirits from around the globe. Headquartered out of a historic, refurbished fire station in Sonoma, California, 3 Badge is led by fourth-generation vintner August Sebastiani. Named for his grandfather’s volunteer firefighting service badges, 3 Badge is built upon a philosophy of exceptional craftsmanship and commitment to place. 3 Badge Mixology offers Bozal Mezcal, Uncle Val’s Gin, Kirk & Sweeney Rum, Pasote Tequila, and Quechol Sotol, while 3 Badge Enology includes Gehricke Wines from Sonoma, Subterra wines from The Los Olivos District of California’s Central Coast, Cedar + Salmon wines from the Pacific Northwest, and Guinigi wines from Italy. Additional information can be found at 3badge.com.
